SPARK MCR

Multi-Cognition Research®

In the war against competition, it’s critical to optimize every element of your approach to inspire interest, desire, and action, so you need to learn what “sparks” consumers more completely—hearts and minds—to choose your brand. Our 8 Spark MCR FastIQ Tools above give you more predictive screening at a low cost in just a few days (at high incidence).

Conventional screening tools are one-dimensional, often based on exhaustive questions driving “overthink” and ignoring the critical impulsivity and emotional instincts of buyers.

Spark MCR was developed in partnership with an industry-leading cognitive scientist, and optimized using more than 40,000 consumer responses, to capture both impulsive and rational response on any collection of short stimuli. It’s used for more complete and confident screening of messaging/communication, innovation ideas, and a variety of other elements (claims, flavors, varieties, names, designs, logos).

More real-world evaluation, the way consumers truly make decisions, blending emotion and rational aspects, and more consistent with today’s short marketing executions.
Validation work demonstrates Spark MCR is 2x more predictive than Purchase Intent.
Benchmarks and norms help understand how winning ideas stack up versus the marketplace among the Total Sample and for demographic, attitudinal, and buyer segments.
More significant differences are found across stimuli than with traditional top-box comparisons.
Consumers report that Spark MCR ratings questions are 1.5-2x easier to answer, more natural or intuitive, and easier to give your gut reaction than traditional 5-point labeled Purchase Intent, Relevance, and Uniqueness Scales.